The principal activities of the Company are those of the importation of rice, activities in relation to the distribution of rice and investment holding. Pursuant to the Privatisation Agreement between the Company and the Government of Malaysia dated 12 January 1996 ("the Privatisation Agreement"), the Company shall also ensure the maintenance of the sufficient supply of rice at reasonably fair and stable prices. The Company's obligations under the Privatisation Agreement also include the maintenance of the rice stockpile, the distribution of paddy price subsidies to farmers on behalf of the Government, the management of the Bumiputra Rice Millers Scheme and acting as a buyer of last resort at the Guaranteed Minimum Price of paddy.

BRANDING EFFORTS - PILIHAN BERNAS
As part of our effort to improve its market share and consumer loyalty, we have embarked on a long term brand endorsement program called PILIHAN BERNAS, which signifies the assurance of quality and best choice or enhanced value to consumers. 

Since its inception in October 2004, PILIHAN BERNAS has performed well in its brand recognition stage. Qualitatively, PILIHAN BERNAS is more recognised by the target markets and channels as the result of all PILIHAN BERNAS' marketing communication activities and touch points. This is confirmed by its remarkable quantitative results with PILIHAN BERNAS' sales performance recording an overall growth of 13% for Peninsular Malaysia with emphasis on local rice and 6% growth for East Malaysia over its first year. AC Nielsen also reported a hike in market share to 24% in August 2005 for Peninsular Malaysia, compared to 15% market share for the same brands prior to PILIHAN BERNAS' endorsement.

In strengthening our brand position as AFTA draws nearer, an aggressive PILIHAN BERNAS' marketing communication and advertising and promotion approach to reach target audience via all feasible reach and touch points concertedly with all PILIHAN BERNAS partners are on-going. BERNAS' Research and Development in affiliation with UPM is geared towards total quality assurance and is a positive attestation of PILIHAN BERNAS' key unique selling proposition.

ENDORSEMENT PROCESSES
PILIHAN BERNAS guarantees the quality and originality of its endorsed products. Consumers are reassured on their purchases, that they have made the smart choice in choosing their rice. To be endorsed by PILIHAN BERNAS, these products will have to go through strict segregation processes and scientific tests which are divided into three phases, which are:

First Phase
Physical criteria of the products
Market perceptions of the products
Products and its distributors' positions in the market
Products' reimbursement policies

Second Phase (in collaboration with Universiti Putra Malaysia)
Processing techniques
Product standards and management

Third Phase
Chemical elements and cooking standards
Added values
Quality ratings and assurance
Genetic exponential

Currently we have 66 brands under PILIHAN BERNAS. To browse all brands please view the Brands link on the left panel or drop down menu above.


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